The auburn university college of agriculture story

the

Auburn University
COLLEGE OF

Agriculture
Story


JOSH
WOODS

N AT H A N
THORNTON

Director of Communications
and Marketing

Creative
Director


Part One

Auburn’s
World
THE UNIVERSIT Y
C O L L E G E O F A G R I C U LT U R E


Auburn’s

World
THE
UNIVERSIT Y

A big experience:
•L
 and-grant university
• 14 schools and colleges

National reputation
for research, athletics,
strong STEM program,
and close campus
community

• 1
 40 majors
• 1,209 faculty members
• 200,000+ living alumni
• 27,387 students from

49 countries


Auburn’s
World
THE
UNIVERSIT Y

A consistent message

that speaks to:

United under
university-wide
branding effort led by
insights from in-depth
research study

• Research expertise

“This is Auburn”

•A
 cademic excellence

•A
 thletics tradition
•O
 utreach to the community
•B
 ond as the Auburn Family


Auburn’s
World
THE
UNIVERSIT Y

Designed to:
•T

 ell a broad story
• Unite disparate parts

Brand platform
designed for
umbrella messaging
across all colleges

•W
 ork at a high level
•C
 reate a consistent message


Auburn’s
World


Banners


Ads


Ads


Ads

Admissions
Road Piece


Admissions
Viewbook


Auburn’s
World
agr icu lt u r e

college of
education

college of
hum an sciences

college of
liber a l a rts

honor s
college

gr a duate
school

school of
nur sing

college of
veter inary
medicine

college of sciences
a nd m athem atics

samuel ginn
college of engineer ing

r ay mon d j. h a r bert
college of busi n e ss

h a r r ison
school of ph a r m acy


Auburn’s
World
agr icu lt u r e

college of
education

college of
hum an sciences

college of
liber a l a rts

honor s
college

gr a duate
school

school of
nur sing

college of
veter inary
medicine

college of sciences
a nd m athem atics

samuel ginn
college of engineer ing

r ay mon d j. h a r bert
college of busi n e ss

h a r r ison
school of ph a r m acy


Auburn’s
World
COLLEGE OF
A G R I C U LT U R E

•O
 BTAINING

KEY INSIGHTS
Conducted an in-depth research
study that informed our approach

• I DENTIFYING

MISCONCEPTIONS
Students unaware of breadth of
modern-day agriculture and its
many career options

•R
 EDEFINING

AGRICULTURE
It’s way more than just farming


Auburn’s
World
COLLEGE OF
A G R I C U LT U R E

•U
 NIFYING

A THEME
Overlapping stories of a complex
industry and a celebrated
university

• C
 APTURING

OUR CHARACTER
Expressing a personality and an
attitude that is authentic to our
community

• D
 RAFTING

A BLUEPRINT
Answering key questions about
how the work has an impact on
the world


Part Two

Finding
the Story
within the

Story

Finding
the Story
REBRANDING

to stand out within
the field and align
with the university

Keeping our story:
• C LEAR

Messaging and strategy

• C OMPELLING

Voice and positioning

• C ONSISTENT

Design and guidelines

Bringing it to life:
•T
 actics and execution


Finding
the Story
Messaging and Strategy

AT TRIBUTE S
Basic research
and research
for application

A rigorous,
science-based
curriculum

Distinguishing
programs in
key areas

Hands-on
skill-building
experiences

Advancing natural resource conservation and
food, fiber, and fuel systems

THE COLLEGE OF AGRICULTURE
IS COMMITTED TO…

A focus on critical
thinking and
problem solving

Faculty and staff
who are committed
to student

development

Developing practical
tools and techniques

Instilling the belief
that each student
has something to
contribute

A fundamental,
historic part
of the Auburn
identity and spirit

Achieving success for each
member of the college family

Science for healthy, sustainable solutions
CORE VALUE
PROP OSITION

IN ORDER TO...

Improve lives in our state and beyond

Propel graduates toward vital,
fulfilling careers
Well positioned
in a growing job

market

Demonstrating
impact through
cooperative extension

Skilled for a wide
range of career
possibilities

Inspired and
equipped to
impact society

Equip stakeholders to deliver
meaningful results
Prepared and
confident in
the field

Providing
real solutions
in real time

BENEFITS

Applying
research to
creatively
address complex

problems

Provide our community
a network of lifelong support
Widely recognized
and respected for
their degree

Joined with a
worldwide alumni
community

Connected to the
Auburn family and
the agriculture
industry


Finding
the Story
Personality
College of Agriculture

P R AG M AT I C
Invested, from concept
through implementation

Caring and committed to
each other, the state, and
the global community

Powerful and fearless,
driven to make a
difference

Resourceful in pursuing
practical answers to real
problems

PRODUCTIVE
HONEST

Genuine, accessible,
and hardworking

SPIRITED

Passionate and enthusiastic,
eager to put tools to use

L OYA L

BOLD

University-wide


Finding
the Story
Voice

BOLD

DIRECT

M A T T E R of F A C T

PERSONAL

CLEVER

PROUD

but not cocky

but not emotionless

but not jokey

but not curt

but not casual

but not boastful


It starts

Before

the fork.


It goes

Be yond

the farm.


And it’s what brings us here

e v e r y s i n g l e d ay.